Axe: TUNISIA'S MOST IRRESISTIBLE STUDENT

Credits & Description:

Advertiser UNILEVER
Product AXE DEODORANT
Entrant MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Type of Entry: Media: Use of Media
Category: Use of Ambient Media: Large Scale
Title: TUNISIA'S MOST IRRESISTIBLE STUDENT
Advertiser/Client: UNILEVER
Product/Service: AXE DEODORANT
Entrant Company: MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Advertising Agency: MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
2nd Advertising Agency: OGILVYACTION TUNISIA Tunis, TUNISIA
Creative Credits
Name Company Position
Nicolas Courant Memac Ogilvy Label Tunisia Creative Director
Gerald Heraud Memac Ogilvy Label Tunisia Associate Creative Director
Yassine Boughaba Memac Ogilvy Label Tunisia Art Director
Guillaume Clarke Memac Ogilvy Label Tunisia Copywriter
Mehdi Lamloum Memac Ogilvy Label Tunisia Digital Planner
Mouna Ben Hammouda OgilvyAction Tunisia Business Director
Bedis Benamor OgilvyAction Tunisia Account Director
Dorra Ben Jaffaar OgilvyAction Tunisia Production Manager
Hela Bouraoui Unilever Personal Care Brand Manager
Results and Effectiveness:
Hundreds of photos soon spread online, promoting both the brand and the students, generating over 165,000 views, 35,000 likes, 8,000 comments and 1,8 million displays, the equivalent of a $100,000 web banner campaign. 150,000 direct contacts were made through universities. Finally, each university’s winner had his picture published on standard billboards. The campaign that was first aimed at just 80,000 students ended with national coverage. Most importantly, Axe helped guys actually connect with girls.
Creative Execution:
The pretext: Photo booths were placed in universities all around Tunisia and boys were asked to convince girls to pose with them in front of a professional photographer. The photos were then posted on Facebook in order for the public to choose « Tunisia’s most irresistible student ». The reward : 5,000 dt for the winner and a local outdoor campaign for each university’s winning photo.
Insights, Strategy and the Idea:
Unilever came to us for a traditional Axe sampling activation towards students. The challenge: how do you activate the Axe effect in a Muslim country where traditional culture tends to separate boys from girls? We needed a pretext to help them connect in a playful and fun way.